Cheer up January campaign from Best Western aims to deliver random acts of kindness to the public
Last Monday was labelled ‘Blue Monday’, apparently the most depressing day of the year, which led hotel chain Best Western to attempt to cheer up London holiday-makers with a brass band flash mob (see video).
The ‘Cheer up January’ campaign, created by SHARP agency, has been designed to increase bookings with Best Western hotels between January and March, including 50% discounts.
The campaign includes a series of ‘random acts of kindness’ beginning with the brass band in London, playing ‘It’s Not Unusual’ to cheer up listeners, as well as offering gifts from Fudge Kitchen and train tickets from Red Spotted Hanky, as well as hotel stays being spontaneously handed out to customers and people on the street.
Campaign activity includes social media, experiential, direct mail and email.
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